Milk: Spurned by the youth – How the trade is combating for Generation Z | EUROtoday

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Young folks spurn milk – How the trade is combating for Generation Z

Quelle: Getty Images

In the Nineteen Nineties, milk was nonetheless drunk in virtually each German family. But its picture has suffered considerably just lately, particularly amongst Generation Z. The trade is now combating tougher to win again youthful shoppers. At least they nonetheless appear open to 2 dairy merchandise.

DThe step again into the previous is a acutely aware alternative: “Milk makes it” is the slogan of the marketing campaign that the milk trade has simply launched.

The slogan is a reference to the well-known picture promoting of the Nineteen Nineties, when the white drink was consumed in virtually each family in Germany. However, the finances of three million euros is decrease than within the days of the long-defunct agricultural advertising heart CMA, which was capable of spend a complete of round 100 million euros yearly.

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The marketing campaign by the Milk Initiative, which is supported by dairies, the Farmers' Association and the cooperative Raiffeisen Association, is a response to adjustments in consumption. The product is at present struggling to seek out acceptance amongst youthful goal teams specifically – particularly within the unprocessed type of consuming milk.

Sales fell by greater than 4 % in 2023, whereas the quantity of substitute merchandise constructed from oats, almonds or soy rose by twelve %. The picture of milk has suffered in recent times: cows are thought-about local weather pests, and their house owners are seen by some as animal abusers.

Source: Infographic WELT

The promise that cow's milk is especially wholesome for folks is now considered critically by some. In addition, though the value of milk has peaked, it’s nonetheless considerably greater than earlier than the battle in Ukraine started. This is sweet information for dairy farmers – however it’s turning into harder for dairies to get the drink to shoppers.

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That's why the marketing campaign is now underway. A music video is meant to attraction to the younger Generation Z: a ​​variation of the 1992 Eurodance hit “Sing Hallelujah” by Dr. Alban, which extols the advantages of milk as a supply of power within the gymnasium – and of Ayran as a cool drink in entrance of the kiosk.

Source: Infographic WELT

Although trend-conscious younger folks spurn consuming milk, they’re open to supposedly new choices equivalent to fermented kefir and salty ayran, as beforehand unpublished market analysis knowledge reveals. According to the information, these beneath 30 purchase solely two-thirds of the typical quantity of dairy merchandise amongst all shoppers.

According to figures compiled by market researcher Nielsen for the Milk Initiative, they at the very least attain the typical for kefir and ayran. However, different results might additionally play a job: younger individuals who stay with their dad and mom could also be much less seemingly to purchase unusual dairy merchandise themselves, however as a substitute use the household fridge.

But it’s clear to the trade that motion is required. “Young people are less likely to grow up with milk as a daily drink,” says the top of the Milk Initiative, Kerstin Wriedt. “In the kitchen, milk is less often used as a pure drink, but more often in processed forms such as cheese or curd.”

Source: Infographic WELT

Another hope for the trade is pasture milk. The time period is just not protected by legislation, however in accordance with a courtroom ruling, it ought to solely be used for milk from cows which can be on pasture for at the very least 120 days a yr.

The section grew by 35.9 % in 2023. However, the brand new animal welfare label from July will convey a lot stricter guidelines for labeling as milk from pasture-fed cows – and will thus scale back the amount produced.

Source: Infographic WELT

Milk is certainly an financial issue. There are 110 dairy corporations and 61 assortment factors in Germany. The three largest corporations are Deutsche Milchkontor (DMK), the Theo Müller Group and Hochland. The turnover of this stage of milk processing alone was 37 billion euros in 2023. In addition, there have been round 51,700 dairy farms. However, their quantity has fallen dramatically: in 1990 there have been 285,000.

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